If the coin is "unknown" to people, then how is its price going to go up? Hype is the only thing that makes the price of an altcoin go up. In terms of its use and potential, not much unless we're talking about a coin with lightning network here. Some coins out there don't even have an actual use. Most traders don't even read everything about the coin that they are going to buy. If they see a good buying opportunity or a good dip, then they buy some.
Altcoins are kind of good for investments, but it's still a gamble. In bitcoins, you have the assurance that newcomers buy this and if a major country ever adopt the use of cryptocurrency, they are going to buy bitcoins and not your "unknown altcoin with lots of potential".
Potential is just potential and altcoins need a hype to become a good investment to early investors.